Brand marketing promotion, how to make H5?

How to make H5? Based on my thoughts and ideas from the specific practices at work, and combined with cases, I would like to share with you some problems and solutions encountered in H5 production.

In fact, what I want to say is that after several years of H5 melee, people have become more and more accustomed to H5, and the routines that were once popular are difficult to repeat nowadays.

From 2015 to 2017, I have been involved in H5 production. Combining the various problems I encountered and the various pitfalls I stepped into, I sorted out my thoughts and wrote some summaries. I hope it will be helpful to you.

(NetEase screen-sweeping H5)

1. Goals and advantages of H5

First of all, why do we need to do H5? Because H5 is one of the tools and forms of storytelling, it can be used to convey information and guide behavior .

What are the advantages of H5?

1. Stronger sensory stimulation brings deeper experience and memory - it is more provocative;
2. Lower the psychological threshold for viewing and allow users to ignore some unfavorable factors - disguised.

An H5 may be the main body of a marketing project, or it may be a supporting traffic channel for a marketing project, or it may have the purpose of guiding app downloads, collecting participant information, etc.

The goals of H5 can be divided into two categories: brand promotion and attracting new users.

Brand promotion is about delivering information, and focuses on the target group’s degree of receptivity to the information; for attracting new users and promoting activation, what matters is the short-term activation ability (weight) and long-term activation ability (quality), and it can serve as a flexible tool for user growth and tiered operations throughout the user life cycle.

2. About the entrance and exit of H5

The data at each layer of H5 is strongly related to the target user selection, channel quality, and conversion within H5. Next, let’s talk about the entrance, exit, and main body.

There are two types of traffic entrances: weak relationship reach and strong relationship reach. The former is passive reach, and the latter is active or semi-active reach.

1. Weak ties are from platforms to people. Common ways include APP clients (open screen advertising space, information flow banners, push notifications, etc.), Facebook/Twitter/official WeChat accounts, etc.
2. Strong relationships are from acquaintances to people, such as Whatsapp, Facebook, Twitter, terminal promotion (campus channels/posters/roll-up banners, etc.), domestic WeChat and Weibo friends, etc.

In the dissemination of H5, weak relationships symbolize a sense of formality and authority, while strong relationships can bring high efficiency and high conversion.

From the perspective of traffic guidance, the following factors are conducive to increasing the start rate of the entrance design: weak advertising, fun, suspense, clear benefits, beauty, celebrities, etc.

Following the traffic funnel, from the initial traffic to the secondary return flow, the traffic gradually decreases, but only a few H5s can break the traffic funnel and allow the return flow to surpass the initial arrival. Therefore, the entrance and exit of promotion is as important as the H5 body, because it can reduce customer acquisition costs and expand the coverage/influence of information.

In terms of export traffic, complex psychological factors affect users’ sharing on social platforms. We recommend classic readings such as “Influence”, “Amusing Ourselves to Death” and “The Crowd”.

1. What promotes sharing? Profits, scores, titles and other things that can be shown off, interesting, unexpected, practical, related to oneself, strong interaction between friends, belonging to a region...
2. What’s holding back sharing? Hard advertising, exposing privacy, inconsistent with the original, vulgar, and damaging to social image...

The H5 body, because it carries the creative part of the producer - a magnificent and huge castle, its importance needs no further emphasis. How to make the H5 body is also a commonplace, and here are some key points:

1. Provide clear guidance to avoid confusion;
2. Provide appropriate challenges and avoid strong feelings of frustration;
3. Lower the operational threshold and try to meet the requirements;
4. The process should not be too long and should provide continuous freshness or sensory stimulation.

Take the Indian version of UC News (information product)'s "People Invite People" H5 event as an example: when users participate in the event, they can get a certain amount of gold coins and an invitation code. By inviting friends and entering the invitation code, they can get a certain amount of random gold coin rewards (each person can only enter once). When the progress bar is full, the displayed gold coins can be withdrawn.

• Why do we need to do the “people-to-people” H5 activity? During the product growth phase, it is necessary to increase the user base (later discovered that this activity can serve as a shot in the arm for the product and can be used to reach the top when needed).
• How to guide users most efficiently? The “apprentice-recruiting” distribution model has exploded on social media.
• How to increase the fun of attracting new customers? In addition to the grand prize, sharing the results with friends increases the fun, and general prizes are established through business cooperation.
• How to create novelty and hot spots? Take advantage of popular events such as the Indian festivals of Holi, Diwali, and cricket season.

This marketing template received good feedback in India (but aesthetic fatigue will inevitably lead to a decline in popularity), so we made it into a template and repackaged it when the product needed it. During this period, we also encountered some pitfalls:

1. There are too many header designs, the complete UI cannot be seen on the first screen, and the homepage engagement rate decreases;
2. One time, in order to match the festive mood, the progress bar was changed to a winding river, and the participation rate dropped sharply - compared with pie charts, percentages, curves and other forms, progress bars are the best way to encourage users to participate in activities;
3. Configuring the splash screen 1-2 days in advance can greatly increase the arrival rate;
4. Traffic surges can affect service stability, such as staggering full push and splash screen ad placements to ensure traffic peaks and stability.
5. If you are induced to share and the link is blocked by social media, you need to have a plan B;
6. other

3. Which data indicators should we pay attention to?

The page funnel data is roughly as follows. For details, please see the next push "A Stepping Stone to Data Analysis".

Since the purpose of this activity is to attract new users and promote activation, paying attention to page funnel data is to improve efficiency, but more attention should be paid to the actual growth effect. As shown in the figure below, client users (active) and non-client users (new) can be distinguished, and the effect of each link will be clear. It can also be compared with previous activities to draw judgments and optimization plans.

In addition to the above data, are there other indicators we can look at? (How can good indicators not be written in the report PPT?)

In terminal:

1. APP daily activity and retention changes
2. Changes in the number of comments on the terminal

External:

1. External related search index
2. Number of spontaneous reports by external media
3. Related search popularity
4. App Store User Rating Changes

For example, during the cricket season, UC News’ India “people-to-people” campaign:

1. The activity communication code increased the average daily number of comments on the terminal by 30%;
2. During the event, UC News topped the Indian GP rankings for a week, and Google Trends saw a peak.
3. There are a lot of spontaneous activity-related articles and videos on Google;
4. A large number of users spread their event codes on social media, GP, websites and other channels, and the winners posted their prizes on social media;
5. The CricFund concept created by the event has a certain degree of search popularity.

4. Product thinking of planning

Some H5 owners position themselves as marketing planners rather than product planners, and believe that wild and "high-end" ideas can create hits. This is wrong! I had to make difficult choices amidst the endless stream of compatibility issues and the tight time schedule, and after begging all of you for help, I finally realized how important page-side product thinking is.

H5 production process: marketing objectives and strategies -> creative planning -> demand review -> R&D design -> preliminary testing -> formal promotion -> online monitoring -> promotion completion -> project review.

During the R&D and design period, three documents are required to ensure safety:

1. H5 page requirement document: emotional creativity + careful thinking;
2. Material design requirements document: Traffic breakdown and estimation all depend on it;
3. Data statistics requirements document: It will be too late if you prepare it after going online.

(Material Design Requirements Document Example)

(Data statistics requirements document example)

The mantra for early testing is "five more, one look, one run": multiple models, multiple systems, multiple platforms, multiple networks, multiple pitfalls, so that you can understand it and run it. Doing the above can solve 90% of the bugs.

The most direct way to understand the H5 production process is to experience the production of 2-3 H5s. I won’t go into detail here, but I will remind you of some key points:

1) Consider the display effects of different platforms and systems, such as

• On-end: own products + matrix products
• External devices: Whatsapp/Twitter/Facebook/cooperating apps/WeChat/Weibo/other browsers

2) Take some time to think about edge cases, such as

• What will you see when you open the web page on PC? (Static page + QR code?)
• User nickname authorization (Whatsapp is OK, how does Facebook handle it?)

3) In the early stage, let R&D and design participate and make good use of external brains, such as

• When conceiving a creative idea, invite R&D and design to participate (confirm the cost, cycle, method, divergent creativity, and design style);
• If the copywriting is not outsourced, you need to control the general direction of H5 yourself, guide suppliers to provide creativity, and assist with details, ideas, and copywriting;

When creating an H5, different creative ideas will be generated based on the target audience (to B & to C). When you decide to start an H5 campaign, you become a living "hub".

Public relations, design, R&D, operations, business, and legal affairs are all people you need to contact in an H5 campaign, and the project leader is responsible for clearly synchronizing the goals to all relevant parties.

You will find that you have started a difficult uphill climb. "You can cut me, but you can't cut my demands", "If you cut my demands again, I will shoot you", "Tell me what you want, I Don't Want To Do It", these stories of love and hate spread among the people.

Adhering to the principle of "stating needs first and respecting professionalism", early communication is king. Try to explain the project background, goals, and needs as clearly as possible and put them in place at the same time. Find more pictures or other things that can support the explanation to make the needs concrete and avoid deviations caused by running wild imagination. If modification suggestions are proposed during the process, they must be goal-oriented and use data support instead of subjective conjecture.

The H5 event has been launched after much hard work, can we finally take a breath? NO! “Observe data online and adjust and iterate in time” is the correct approach. For example, if you find that the click-through rate of the homepage is low online, this layer loses a lot of users, so you add a dynamic click GIF guide to the page, which increases the click-through rate by 8%.

If conditions permit, different materials can be prepared for ab testing in the early stage, and the best solution can be selected based on the data.

At the end of the promotion, the end time, status, and offline time of the event have been determined in advance (there is a difference between ending and going offline. After the event is over, users can still access the H5 page, which is generally used as a buffer for awarding prizes or other instructions; going offline means the server is offline and users cannot open the page). Especially for red envelope-related and time-related activities, the status must be changed, otherwise you will receive a lot of complaints, and while you are busy dealing with the complaints, you will also damage your brand image.

For a relatively exquisite H5, excluding the cooperation with channel suppliers, 1 product + 1 development + 1 design takes 20-30 working days (depending on the complexity), which is not a small investment, so we have to calculate the ROI before we start. At the same time, try to make commonly used H5 routines into templates, and you will find that marketing productization, modeling, and componentization can greatly improve efficiency and reduce costs.

Conclusion

Domestic users are gradually returning to rationality in their attitude towards sensory stimulation. The show-off success of Wu Yifan's H5 is difficult to replicate, and short videos have become popular, but the communication power of traditional pictures and texts is still strong. Think about the 100,000+ articles on WeChat. Screen-sweeping is not limited to form. Long pictures, texts, videos, live broadcasts, etc. are all possible.

For internationally popular developing countries, such as India and Indonesia, H5 is still in vogue and can be quickly trialed and adjusted to provide data support for products.

Learn the method and practice the skills, but don’t forget to understand the truth. What mobile page marketing should spread most is content or brand information, not the H5 itself.

(This is a business idea map I drew two years ago. Feel free to take a look at it.)

Author: Zhang Xiaomiao Miu

Source: Zhang Xiaomiao Miu